A Google report stated that an overwhelming 79 percent of mobile users will abandon a website if that site is not optimized for mobile devices. Just because you can view any standard online content on a Smartphone, it doesn’t means that you want to.
For consumers, it can be quite an ordeal to say the least. Knowing that Internet browsers have short attention spans as it is, presenting them with information that is difficult to view seems like an exercise in futility.
Part of your client's content marketing strategy must focus on reaching the vast amount of mobile users. Their first step should be to create a mobile version of their website. Beyond that, however, what can you do to ensure that their content marketing plan is successful with mobile audiences? Here are some tips:
1. Make your content easy to read.
It may seem as though you should use smaller fonts for your mobile content marketing because the devices are smaller, the opposite is actually true. Small fonts plus small device screens equates to a difficult reading experience. Some experts recommend using a 16 point font or larger for mobile content. In comparison, most standard web content is presented in 12 point fonts. When it doubt, it is always safer to opt for a slightly larger font, since it is easily viewable on any device.
2. Break up your content.
Just as you want to break up your content for standard devices, you should do the same for mobile content marketing. In fact, it is more important that you present small, digestible bits of content on mobile screens since there will be more scrolling involved. You may even want to arrange parts of your content into infographics and use pictures to make a point. Bullet points and numbered lists are always a good idea, no matter where you will be doing your content marketing.
3. Leave lots of space.
A common pitfall with mobile content marketing is trying to squeeze as much information as possible into a tiny, tiny space. As with smaller font sizes, however, trying to do this only makes your content more difficult to read. There’s nothing wrong with dividing your content with several page breaks and allowing negative space to work in your favor. You can use space in combination with the previous two techniques to create a visually interesting, easy to navigate mobile page that mobile users will be happy to explore.
4. Take advantage of text messaging.
If your audience is mobile, there’s a pretty good chance that they’re texting as well. Consider allowing your visitors to sign up for a newsletter or subscribe to new content using their text number. This helps to ensure that your content is seen quickly and easily by the people you’re trying to reach. Just remember to use the previous three techniques to ensure that the mobile experience is a good one.
5. Don’t forget about email.
Many people use their Smartphone to check email more often than they use a desktop to do so. Emails are a very large part of content marketing, and now is the time to make sure your emails are optimized for mobile devices. Consider using shortened links to direct your audience to your mobile optimized site to avoid taking up precious screen space.
6. Continue following traditional content marketing practices.
With all of this focus on presenting your content just right for mobile devices, it can be easy to forget the importance of creating quality content. However, quality content that is concise and to the point is more important than ever when speaking to a mobile audience. No mobile user is going to scroll through page after page of information, particularly if it isn’t good information. Now is the time to get creative, say what you have to say, and respect your visitor’s mobile condition.
Just because you need to present your content in a different way for your mobile content marketing doesn’t mean that you can’t still have in-depth and informative content. You’ll just want to save it for your standard website edition. Mobile visitors can get an overview of what you have to say on their devices, and then sit down to an in-depth reading once they have access to a desktop. Just make sure that you remind them to visit.
If you follow these mobile content marketing practices, your clients will likely find that they start to get a better reception from their audiences, and they may even enjoy higher mobile conversion rates, too!